Leadership and Change: Analysis of Change in Publishing Industry

This report analyzes a case study of Lighthouse Press, a magazine publisher facing challenges due to changing consumer preferences and technological advancements. The report evaluates the need for change and explores the application of Kotter's 8-step model to guide the company's transformation. It examines the problems faced by the company, including the adoption of traditional approaches, the rise of online review sites, and the availability of similar substitutes. The report details each step of Kotter's model, from establishing a sense of urgency to anchoring the changes in the corporate culture, providing a comprehensive framework for implementing organizational change. The report concludes by highlighting the importance of adapting to survive in a competitive environment and the need for a strategic shift towards online platforms to ensure the company's growth and success, while also considering the reasons for selecting the model.

LEADERSHIP
AND
CHANGE

Table of Contents
INTRODUCTION...........................................................................................................................1
Description of case study and evaluate change model to impact on target modification...........1
Applying Kotter's 8 step models so as to the given case study...................................................4
Reason for choosing this model..................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Changes is a continuous process that is necessary for adopting by every organisation
whether it is small and large firm according to the customers taste and preferences. An enterprise
will always modify their goods for earning maximum income or revenue and also contend up
with present situations. This report is based on monthly magazine whose name is “Where to
whatever” which is published by lighthouse press (Beckand Cowan, 2014). They consist various
information that are related to hotels, restaurants and other free hospitality services. Also
magazine was having positive reputation at large market area from the last 30 years and it is
determines as one of the leading and reputed press house. In this report, the whole scenario of
publication house are face many other issues and problems from about last 30 years. Also
analyse that it is effective strategy for change which can adopted by company for reaching
desired goals and objectives.
Description of case study and evaluate change model to impact on target modification
Lighthouse press are published magazines which is “Where to whatever” and it is based
on city of Lemchester, which addressed accurate news regarding restaurants, hotels, tourist
destination and some other information which are likeable by whole society or community. This
magazine, mostly target youth because magazines are preferable by young people so that they
will add some information or news. It will assist in upgrade changes in whole system of
organisation which obtained in all over the world. The case study is highlights the issues and
problems which can faced by lighthouse press till last previous years. There are various reasons
behind for changes that include customers taste and preferences and also its incorrect strategy
such as traditional concepts etc. Therefore, some problems which directly affects the overall
corporation and its sales which are not earn maximum profit for the firm (Bolmanand Deal,
2017). Organisation mangers try to recognised all related weaknesses and identify correct reason
for minimisation or selling rate and also adopt accurate strategy for eliminate certain barriers.
Top management of lighthouse press has been hired a skilled and knowledgable marketing
advisor who analyse the reason for down fall the sale ratio of company. So, there are different
points which help in identified by commercialism advisor for reducing the selling percentage of
firm. These are discussed as under:
1

 Adoption of traditional approach- It is the first and foremost factor which not help in
attaining objectives so that managers of lighthouse press were adopt old strategies for
making more innovative products and services. It is necessary for company manager to
alter their present strategies according to the needs and wants of buyers.
 Growth in modern technology- There are various advanced technology which directly
attracts large number of buyers towards specific goods and services. Organisation
required to adopt changes model for applied some strategy in proper manner. So, modern
methods are helpful and accurate in achieving desired task or work in limited time period.
 Improvement in online review sites- the major reason behind decrease in selling
percentage due to maximal use of online internet sites that will directly affects the growth
and success of firm (Carter and et. al., 2013). Mostly customers use online marketing
services. So, lighthouse must be develop their company profile which attracting more
buyers towards their services.
 Accessibility of similar substitutes- Other publishers affects policies and strategies of
lighthouse press for making closely and similar type of content which attracts buyers
towards them and mostly young people.
 Alteration in consumer choice- Firm required to analyse customers taste and preferences
which help in fulfilling their demands and needs in effective manner. They also produce
innovative goods according to the demand of buyers.
It has been evaluated that lighthouse press was eliminating large number of barriers
which does not help in reaching target goals and objectives within an organisation.
The top management is going to launch “Where to whatever” magazines which face loss
situations which affects the whole publishing group and also determine their reputation. They
usually come for developing various innovation ideas and creative activities for increasing
performance of employees in better manner:
 Introduction of magazine in different area for taking customers reviews
 Gives update on daily basis
 They will publish one magazine in a week
 Developing free online publishing
So, the main purpose of to re-launching the whole publishers teams which are mentioned
below:
2

 they should build company reputation in large market place
 Try to become top organisation of publication
 Give tough competition to their competitors
 To satisfy buyers demand for earning maximum profitability
 To locate the marketing team in market
 adopting effective strategies which help in maximise sales ration of company
Therefore, lighthouse publication press is try to applied changes by adopting different
models. Lewins management change model, kotter's eight step and some other methods which
has adopted by firm for alteration planning. From this, an organisation has implemented certain
forms of modification and alteration.
There are various types of phases which are discussed as under:
 Scope of change- It is the first phase which help in doing continuous changes in firm
business operation and functions in proper manner. Create the vision- This is second phase which assist company in developing accurate
vision and mission effectively and also share all data and information in proper manner
(Choi, 2011). Drive commitment- They should engage workers for doing changes within an enterprise
so that it is important firm employees for increasing growth and success of organisation.
It is the responsibility and duty of an organisation is to gather cost amount and gives
various benefits for satisfying business workers. Establish change infrastructure- This is essential for company is to introduce latest
techniques and methods which help in enhancing growth and success in proper manner.
Reward system assist in providing training and development programs for employees and
also conduct or arrange various functions and activities within an enterprise.
3

 Sustain the change- they should measure progress and also shows values and beliefs
which help in communicating in desired success. They must take corrective actions and
steps for the welfare of society.
Applying Kotter's 8 step models so as to the given case study
This is an impressive model that comprises of 8 steps. Each steps describes the how the
changes are affecting the performance of the company and why there is the need of the change.
There are several other factors that defines the change process. Eight step process is as follows:
 Establishing sense of urgency: In the present case scenario. It can be seen that the
company is facing loses due to adoption of tradition techniques of publishing report
related to the hospitals as well as other hospitality industry related things. The reviewers
of the firm needs to understand that technology is the future of every industry so is with
this industry (Frost, 2012). There are various publishers that is making profits who has
gone online. It will help all the members in the ways that job security will be ensured.
Since the competition have increased hence company needs to find new opportunities. So
the company requires support from the customers in this regard.
 Creating a guiding coalition: Since the reviewers have now understood the state of
urgency then reviewers must have to find that if they do not for a coalition then it can be
a problem for the company to make this change (Kinsey, 2017). The support from the
wealthier stakeholders helps in making the coalition more effective. Future revenues
entirely depends on the online activities that is made for publishing.
 Creating vision for change: Lighthouse press wants to go online so as to reach to large
number of customers while ensuring the interests of stakeholders. Presently there are 20
reviewers and company now wants to increase the reviewers so that contain up-dation
may take place in which online medium will work. It will also help in increasing their
profits. This vision ensures the ethics that have been existing in the firm over the years.
 Communicating the vision: It is important for the firm to communicate the vision to
every employee as some of them are reluctant and resistant to make this change.
Communicating them well will help in going with the vision. For that they can arrange
meetings so as to address there concerns. Employees can interact with the top
management to solve their queries.
4

 Remove Obstacles: There are various obstacles that are associated with changes. They
all need to be removed so as to make the change process smoother. In this company one
of the biggest problem is that employees have got used to about the old and traditional
methods they have being using for several years (Hallinger, 2011). They are reluctant
towards making changes. In order to remove this Lighthouse has to give proper training
to its employees and train them to use new methods of reviewing.
 Creating short term wins: It is a fact that nothing motivates more than the success itself.
This can be achieved by making the change process slow i.e. if they implement the online
version of magazine along with the printed version so that company can let their
employees understand that using online mediums has benefited the company. When this
plan gets successful then company can make the whole process online where online
publications can be made and reviewed.
 Build on the change: As per the view point of Kotter most of the change process fails
because the victory is predicted or declared to early. This makes the firm satisfied with
the change and they do not make proper evaluation of the long term effect of the change
process. Quick wins are just the beginning of what they actually need to achieve. This
company has to evaluate the whole change mechanism as the whole style of working is
going to change for the company. Company needs to evaluate what went right and what
went wrong. It helps to find out the improvement in the whole process. This is also
indicated by Kaizen theory of continuous improvement.
 Anchor the change in corporate culture: Company needs to understand that corporate
culture often underlines what actually needs to be done which underlines value behind
the vision. It is important for the company that its leaders supports the changes as they
are the key players of the change process (Oreg and Berson, 2011). They have the role of
recognising key players so that change process can be made easier and hence every one
remembers their contribution. Construct plans to replace key leaders and managers of
alterations as they move on with it. It is important that old leaders do not feel that they
are unimportant.
Reason for choosing this model
This model have been selected for making the change as it provides detailed description
of how the changes will be implemented within the firm. Since the change that is made by the
5

Lighthouse press is large and the whole working style is being changed (Yukl, 2012). This model
helps to understand every aspect related to the change process like the demand of the process as
well as what are the things that can make the change process to fail. It also explains various
process that needs to be done by the people associated with it so that the whole mechanism does
not fails. While other process only showcases only few aspects related to the alteration process.
CONCLUSION
From the above based report it can be concluded that Light house company needs to
make several alteration in its traditional working mechanism. As it is the known fact that changes
are necessary for the firm in the existing competition so as to ensure the growth of company.
Since the influence and reach of technology is increasing day by day so it is important for the
company to become online. There are several factors that resist the change but it is important for
the firm to make all those. Applying Kotter's eight step model in the change process of the
company is beneficial as it describes each and every aspect related to change as well as the
factors that could make the whole change process to fail.
REFERENCES
Books and Journals
Beck, D. E. and Cowan, C., 2014. Spiral dynamics: Mastering values, leadership and change.
John Wiley & Sons.
6

Bolman, L. G. and Deal, T. E., 2017. Reframing organizations: Artistry, choice, and leadership.
John Wiley & Sons.
Carter, M. Z. and et. al., 2013. Transformational leadership, relationship quality, and employee
performance during continuous incremental organizational change. Journal of
Organizational Behavior. 34(7). pp.942-958.
Choi, M., 2011. Employees' attitudes toward organizational change: A literature review. Human
Resource Management. 50(4). pp.479-500.
Frost, D., 2012. From professional development to system change: teacher leadership and
innovation. Professional Development in Education. 38(2) . pp.205-227.
Hallinger, P., 2011. Leadership for learning: Lessons from 40 years of empirical research.
Journal of educational administration. 49(2). pp.125-142.
Oreg, S. and Berson, Y., 2011. LEADERSHIP AND EMPLOYEES’REACTIONS TO
CHANGE: THE ROLE OF LEADERS’PERSONAL ATTRIBUTES AND
TRANSFORMATIONAL LEADERSHIP STYLE. Personnel psychology. 64(3).
pp.627-659.
Yukl, G., 2012. Effective leadership behavior: What we know and what questions need more
attention. The Academy of Management Perspectives. 26(4). pp.66-85.
Online
Kinsey, 2017. [Online]. Available
through<https://www.pinterest.com/pin/812547957739017277/>. [Accessed on 31st October
2017]
7